Retail and Logistics Managementhttp://hdl.handle.net/11408/219
Thu, 21 Mar 2019 16:09:00 GMT2019-03-21T16:09:00ZThe effects of store environments on customer buying behaviour: a case of the Midlands Sparhttp://hdl.handle.net/11408/3283
The effects of store environments on customer buying behaviour: a case of the Midlands Spar
Takawira, Kudakwashe
The research investigated the effects of store environments on the buying behavior of customers. Its main objective is to explore the effects of the physical components of the store environment on customer buying behavior. Literature was reviewed guided by given objectives and gaps were noted as the literature flows. The type of research design used in this study was exploratory, making use of a qualitative approach and a communicative technique of interviews. Data collection instruments used in the research includes questionnaires, interviews
as well as published documents. Questionnaires targeted customers at Midlands Spar supermarket in Gweru. The researcher used random sampling technique to select the customers in who were shopping at Midlands Spar. Interviews targeted key informants that are the two senior managers at the supermarket. Key informants were selected using purposive sampling. It was found that the physical elements of a store environment which are the ambient factors, designs, people and technology do have the ability to influence consumers in either a subconscious or a conscious way. This had a direct influence on the amount of time that consumers will spend in store and ultimately influences their buying decisions and behaviors either positively or negatively, meaning that the consumers’ will display either an approach- or avoidance behavior.
Wed, 01 Jan 2014 00:00:00 GMThttp://hdl.handle.net/11408/32832014-01-01T00:00:00ZA study of the relationship between internal marketing and customer satisfaction: a case study of Lobels bread Bulawayohttp://hdl.handle.net/11408/3201
A study of the relationship between internal marketing and customer satisfaction: a case study of Lobels bread Bulawayo
Nyauta, Sharon
Organizations are continuously seeking ways to improve their marketing effectiveness and orientation using internal marketing. Employees are the most important factor in the success and failure of any organization for the company to be at competitive advantage and dominate the market. The study therefore sought to study and evaluate the relationship between internal marketing and customer satisfaction. The objectives of the study were to establish the relationship between employee motivation and customer satisfaction, the relationship between meeting employee needs and customer satisfaction and also the relationship between employee empowerment and customer satisfaction. Literature was reviewed on research done on motivation, employee needs, employee empowerment and customer satisfaction. The methodology used was both quantitative and qualitative approach. A population sample of 65 participants was sampled from a total population of 193 members which included the employees of Lobels retail stores, their management and the customers involved was used to elicit the required data. Questionnaires and in- depth interviews were employed to collect data which was then analyzed using tables, bar charts, pie charts and discussions for better analysis and understanding. The findings show that employees were not motivated despite then management efforts to motivate them, the use of regression analysis showed that there is a positive relationship between employee motivation and customer satisfaction. Employees need to be involved more and empowered by the organization as there is also a strong positive relationship between employee empowerment and customer satisfaction. Meeting of employee needs is still also not to the level required by the employees. For customers to be satisfied the research findings show that there is a need for internal marketing and its strategies to be fully implemented. Conclusions made can sum up that there is a positive relationship between internal marketing and customer satisfaction which can be achieved with the use of the various factors mentioned above. Recommendations made include the need for the organization to rely on human resources. Management should also conduct efficient recruitment and selection. Training programs must be done often linking to the organizations objectives. Different methods of rewarding and compensating of employees should be practiced as a way to motivate them, and this should be done fairly basing on the market demands or needs.
Fri, 01 Jan 2016 00:00:00 GMThttp://hdl.handle.net/11408/32012016-01-01T00:00:00ZThe impact of merchandise assortment on customer retention: a case study of Village Sparhttp://hdl.handle.net/11408/3061
The impact of merchandise assortment on customer retention: a case study of Village Spar
Sikwila, Nyasha
The study was based on the impact of merchandise assortment on customer retention, the case study being Village Spar. The researcher was inspired to carry out a study on this topic, because she saw firsthand the benefits that lay with good merchandising strategies. However environmental influences have since seen the Village Spar facing challenges that have affected assortment size. Statement of the problem is given. The objectives that were governing the study were, to find out the importance of product assortment within a product line, to determine the influence of a brand name on purchasing decisions within a merchandise mix, to establish the importance of shelf space in retailing and to find out the importance of customer profile on product assortment. Like any other project, not all aspects will be in the control of the researcher. Time, finances and information conveyed pose as limitations. In order to achieve the stated objectives the researcher sought out the views of numerous authors so as to understand product assortment, the link between brand name and merchandise mix, shelf space and influence of customer profile on the store offering. An in depth review of literature from various authors was carried out. It was discussion oriented, thus giving a balanced point of view since authors that supported the notion and those that opposed were all meshed in one chapter. The researcher utilized both explorative and descriptive research to obtain both qualitative and quantitative data surrounding the problem in question. The research instruments that were employed were questionnaires and an interview. Haphazard sampling was used as a sampling method since respondents were selected based on ease and convenience. The sample elements consisted of 14 merchandisers, 1 manager and 30 customers who responded. In assistance was secondary and primary data as sources of data. The findings from the respondents were analyzed, described and presented using graphs, tables and pie charts. The response rate was 86%, which was translated as the results found being reliable. In conclusion based on the study and literature, assortment size has an impact on customer retention. This was supported by 87% of the customers who participated in the study were in agreement that they considered the stores assortment size before they patronized it. The study recommended that Village Spar carries’ out a gaps analysis on its assortment on a regular bases at the same time being abreast with the ever changing global environment, consumer tastes and preference. Also being assortment intelligent through the use of information systems software which helps manage assortment. Through customer profiling the retailer can maximizing on building customer relations which assist in designing the assortment. A brands name defines the quality, price and the type of customer who will buy that product. Brand name is one aspect the retailer has to consider when defining his or hers assortment offering as it assists the customer in recalling and identification of the product. In as much as the retailer may want to carry large assortments, shelf space is one aspect in retailing that can be a limiting factor. In light of this careful shelf space allocation should be done. Areas for further study such as customer relationship were suggested as drivers of retention.
Sun, 01 Jan 2017 00:00:00 GMThttp://hdl.handle.net/11408/30612017-01-01T00:00:00ZAn analysis of effects of retailer-supplier relationships on company competitiveness: case of TM Pick ‘n Pay Gweruhttp://hdl.handle.net/11408/3038
An analysis of effects of retailer-supplier relationships on company competitiveness: case of TM Pick ‘n Pay Gweru
Mutero, Valerie Vimbiso
This research was carried out to analyze the effect of retailer-supplier relationships on company competitiveness; a case study of TM Pick ‘n Pay Gweru branch supermarket. The study had three objectives, to determine the role of collaborative partnerships on enhancing company competitiveness, to establish strategies to maintain long-term successful retailer-supplier relationships and to determine challenges facing retailer that leads to business to business relationship failures.
The research design involved a survey of thirty-one respondents purposively sampled from the retailer management, employees and supplier agents. Data was collected using face to face interviews and questionnaires that were administered through “drop and pick” method. Percentages and frequencies were used to analyze the objectives and the findings are presented in tables, graphs and charts.
The study findings denotes that utilization of resources, enhanced procurement performance, forecast accuracy and mutual benefits are the outcome of collaborations that are achieved through trust, commitment, information sharing and mutual goal planning; the absence of these are the challenges the buyer and supplier face. The researcher has recommended retail companies and other organizations to embrace buyer-supplier relationships so as to reap the benefits; ensure effective communication between buyer and supplier to counter challenges associated with relationship management.
Sun, 01 Jan 2017 00:00:00 GMThttp://hdl.handle.net/11408/30382017-01-01T00:00:00Z